The advertising calendar for a seasonal island business
On an island with a marked season the advertising calendar runs ahead of the visitor calendar, because most bookings are made two to five months before arrival, so the heaviest spend falls between January and April rather than in July.
gelisted editorial team · Updated 15 August 2026
The short version
- Most summer bookings are made 2 to 5 months in advance.
- The heaviest spend period runs January to April.
- The autumn window targets the following spring and short breaks.
- Keeping a base spend through the quiet months preserves visibility.
The instinct is to advertise in August, when the island is full. By August the decisions were taken in March, and the money arrives too late to influence them.
How the booking window works
A family booking a summer holiday decides between January and April. A couple booking a short spring break decides 3 to 8 weeks ahead. A last minute traveller decides within days. Those three behaviours need different messages at different moments, and treating them as one audience across the year is what wastes budget.
| Period | Focus | Share of budget |
|---|---|---|
| January to April | summer bookings | 35 to 45 % |
| May and June | gaps and short breaks | 15 to 20 % |
| July and August | last minute and retention | 10 to 15 % |
| September and October | autumn and next spring | 15 to 20 % |
| November to December | base visibility and offers | 10 to 15 % |
| Booking window, summer | 2 to 5 months | |
| Booking window, short break | 3 to 8 weeks |
Why not to switch off entirely
Stopping completely from November to February saves money and costs position: search visibility, review flow and audience familiarity all decay, and rebuilding them in March costs more than maintaining them would have. A base spend of 10 to 15 per cent of the annual budget through the quiet months keeps the machine warm for the period that matters.
The autumn window
September and October are the most underused months. The weather still sells, the island is quieter, and it is the moment to capture both autumn short breaks and early planning for the following spring. A business that treats October as the end of the year misses an audience that is actively looking and facing far less competition for attention than it would in March.
It is also the moment when this season's customers are most willing to leave a review, which feeds the whole of next year.
Measuring across the year
Compare against the same period the previous year rather than against last month, because on this island a month on month comparison measures the season rather than the work. Track cost per booking rather than cost per click. And record the lead time of each booking for a full year, since that single dataset tells you exactly when your own customers decide, which is more useful than any general rule.
Frequently asked
+When should a seasonal business advertise?
Most heavily between January and April, because summer bookings are made 2 to 5 months ahead.
+Is it worth advertising in August?
Only for last minute and retention. The decisions for that month were taken in spring.
+Should I stop in winter?
No. A base spend of 10 to 15 per cent keeps visibility and review flow alive for the main season.
+Which period is most underused?
September and October, for autumn short breaks and early planning for the following spring.
+How should results be compared?
Against the same period the previous year, tracking cost per booking rather than cost per click.
Sources
- 1Instituto Nacional de Estadística, INE (August 2026)
- 2Govern de les Illes Balears, Govern de les Illes Balears (August 2026)